Methods to Combine OOH Into Your Advertising Technique
Out-Of-Home (OOH) advertising is more than just a poster in the middle of the city center.
With a fully integrated OOH campaign, your brand’s message can reach thousands and produce amazing results. You may be wondering how OOH advertising can fit your digital strategy and acquisition goals. Adverttu boosts OOH vehicle advertising through its intelligent digital integration, which means you can track campaign performance and target again those who saw your ad. Here’s how they advise you to incorporate OOH into your marketing strategy and why it is a fantastic tool to add to your marketing tool belt.
Why incorporate OOH into your strategy?
Statistics show that 98% of the UK population is exposed to OOH advertisements at least once a week, reaching audiences from all walks of life including commuters, school-age children, university students, parents, families and shoppers. Using OOH advertising will get some great results and generate thousands of impressions. The tool can be used to reinforce your current campaigns or to launch a new product or brand activation. Billboards, car advertisements, posters, digital screens, etc. communicate your message to a wider audience as they go about their daily life.
Out-of-home advertising benefits from being particularly effective at reaching the young, urban and affluent groups of society who are most social and are much more likely to get on with the messages they are engaging with. This can happen in daily life, in conversations or digitally via social media. Either way, these are the very types of people marketers want to reach as they are more likely to interact with your ads and get the message across.
Types of OOH Ads:
- Billboards
- Vehicle advertising
- Street furniture
- POS displays
- Bus stops
- Kiosks
Do you know your audience – where are they?
As any marketer will know, starting a campaign requires a lot of planning and research. To start your first outdoor advertising campaign, you need to know who to contact, who is most likely to interact with your ad, and where those people are. Once you know this information, you can use this information to decide what form of OOH advertising to use and where to place it.
Some tips to help you define your target market:
- How old is your target group?
- Are your target groups employed and what is their average salary?
- Are you trying to target people who live in a specific area?
- What gender is your target market?
Create engaging ads
Keep your ad simple and engaging – don’t clutter your ad with text that is unlikely to be read. A high performing OOH ad will grab the audience’s attention within seconds, encouraging them to engage with the campaign in passing or for the few minutes that the ad is visible to them. To start creating your ad, it’s important to focus on the action you want your audience to take when they see your ad. This could be as simple as “Download our app now”.
Consider the environment in which your ad will be placed for contextual design inspiration. For example, many fast food chains place their ads in retail spaces at specific times like lunch and dinner for the best results. Alternatively, if you are using car advertising, you can incorporate the “on the go” aspect of the ad into your design.
Combine OOH with Digital to track results
Combining your OOH campaign with digital advertising will help you understand the reach your campaign is generating. Unlike a few decades ago when OOH campaigns were difficult to monitor and track, with the advent of digital marketing, it’s easier than ever to do so today. You can do this by including promotional codes that can be used when purchasing. You can then track this, similar to your digital campaigns, to monitor the results of your OOH campaign. Leading OOH media providers like Adverttu also offer enhanced digital tracking so you can see real-time performance.
